Augmenting a content item using search results content

ABSTRACT

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A query is received. Search results are identified that are responsive to the query. A content item is identified for presentation along with the search results. It is determined, based on one or more criteria, when the content item is to be augmented. When it is determined that the content item is to be augmented and after identifying the search results, the content item is augmented based at least in part on an entry in the search result. An augmented content item is created. The augmented content item is provided.

CROSS-REFERENCE TO RELATED APPLICATION

This is a continuation of U.S. application Ser. No. 13/921,698, filed onJun. 19, 2013, the disclosure of which is considered part of and isincorporated by reference in the disclosure of this application.

BACKGROUND

This specification relates to information presentation.

The Internet provides access to a wide variety of resources. Forexample, video and/or audio files, as well as webpages for particularsubjects or particular news articles, are accessible over the Internet.Access to these resources presents opportunities for other content(e.g., advertisements) to be provided with the resources. For example, awebpage can include slots in which content can be presented. These slotscan be defined in the webpage or defined for presentation with awebpage, for example, along with search results.

Content slots can be allocated to content sponsors as part of areservation system, or in an auction. For example, content sponsors canprovide bids specifying amounts that the sponsors are respectivelywilling to pay for presentation of their content. In turn, an auctioncan be run, and the slots can be allocated to sponsors according, amongother things, to their bids and/or the relevance of the sponsoredcontent to content presented on a page hosting the slot or a requestthat is received for the sponsored content. The content can be providedto a user device such as a personal computer (PC), a smartphone, alaptop computer, a tablet computer, or some other user device. Differenttypes of content, such as advertisements and search results, can berelated and can be presented to a user at a same time.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be implemented in methods that include acomputer-implemented method for providing content. The method includesreceiving a query. The method further includes identifying searchresults that are responsive to the query. The method further includesidentifying a content item for presentation along with the searchresults. The method further includes determining, based on one or morecriteria, when the content item is to be augmented. The method furtherincludes, when it is determined that the content item is to be augmentedand after identifying the search results, augmenting the content itembased at least in part on an entry in the search result creating anaugmented content item; and providing the augmented content item.

These and other implementations can each optionally include one or moreof the following features. Augmenting the content item can includeadding copy from a search result entry into the content item to createthe augmented content item. Augmenting the content item can furtherinclude adding components to the content item from the search resultentry. The components can be selected from the group comprising creativetext, extension or content item format components. The extensions can belocation extensions. Augmenting can include synthesizing site links forthe content item including determining that a search result entry, andthe content item can be associated based at least in part on uniformresource locators (URLs) for the two and creating site links with one ormore of the URLs and titles inferred from the search result entry.Augmenting the content item can include substituting copy from a searchresult entry for content included in a creative associated with thecontent item. The copy can be selected by a search system as part of theidentification of the search results, and substituting can includesubstituting the copy for one or more of the headline, text, destinationlink, or other portion of the content item. Augmenting can includesynthesizing one or more location extensions to be included with thecontent item including matching same domain or same entity organicsearch result entries associated with an entity with the content itemand copying location information for an entity and including thelocation information in the augmented content item. Determining, basedon one or more criteria, when the content item is to be augmented caninclude determining when the content item and the search result entryare concurrently visible on a same user interface and not augmenting thecontent item based on the concurrent visibility. Determining concurrentvisibility can be based on a fold line associated with a user interfaceused to present the search results and the content item. Determiningconcurrent visibility can be based on a location of the search resultentry, and augmenting can occur only when the search result entry is noton a first page of the search results. Determining concurrent visibilitycan be based on a user scroll activity. Augmenting can include replacingone or more content item components with similar components from thesearch result entry only when first criteria are satisfied. The firstcriteria can be quality or performance criteria based on a proposedaugmentation. Augmenting can include altering the content item to beconsistent with other content displayed as part of the search results.Augmenting can include altering the content item so as to vary thecontent item relative to other content displayed as part of the searchresults. Altering can include altering a content item format. Varyingcan include varying a content item format. Providing can includeproviding the augmented content item along with search results.Providing can include logging the augmented content item. The method canfurther include providing suggestions to content sponsors based onlogged augmented content items.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in computer program products thatinclude a computer program product tangibly embodied in acomputer-readable storage device and comprising instructions. Theinstructions, when executed by one or more processors, cause theprocessor to: receive a query; identify search results that areresponsive to the query; identify a content item for presentation alongwith the search results; determine, based on one or more criteria, whenthe content item is to be augmented; and, when it is determined that thecontent item is to be augmented and after identifying the searchresults: augment the content item based at least in part on an entry inthe search result creating an augmented content item, and provide theaugmented content item.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in systems, including a contentmanagement system comprising a content identification engine thatevaluates terms and phrases in a query received by the contentmanagement system to identify content responsive to the request, anaugmentation decision engine that determines, based on one or morecriteria, when the content item is to be augmented, a content itemaugmentation engine that augments the content item based at least inpart on an entry in the search results, a request handler that handlesrequests for content received by the content management system,including selecting and providing content in response to requests forcontent; one or more processors and one or more memory elementsincluding instructions. The instructions, when executed, cause the oneor more processors to: receive a query; identify search results that areresponsive to the query; identify a content item for presentation alongwith the search results; determine, based on one or more criteria, whenthe content item is to be augmented; and, when it is determined that thecontent item is to be augmented and after identifying the searchresults: augment the content item based at least in part on an entry inthe search result creating an augmented content item, and provide theaugmented content item.

Particular implementations may realize none, one or more of thefollowing advantages. Content items (e.g., advertisements) can beaugmented in real-time, using information from associated search resultsentries. Augmented content items can be more interesting and/or relevantto a user and lead to increases in associated user interactions. Contentand user interface consistency can be improved between advertisementsand search results.

The details of one or more implementations of the subject matterdescribed in this specification are set forth in the accompanyingdrawings and the description below. Other features, aspects, andadvantages of the subject matter will become apparent from thedescription, the drawings, and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment for deliveringcontent.

FIG. 2A shows an example system for augmenting a content item usinginformation from a search result entry.

FIG. 2B shows an example augmented content item that includes a locationextension.

FIG. 2C shows an example augmented content item that includes copy fromsearch results.

FIG. 2D shows an example augmented content item that includes componentsfrom search results.

FIG. 3 is a flowchart of an example process for augmenting a contentitem using information from a search result entry.

FIG. 4 is a block diagram of an example computer system that can be usedto implement the methods, systems and processes described in thisdisclosure.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

This document describes systems, methods, computer program products andmechanisms for providing an augmented content item. For example, inresponse to a received query (e.g., a search query), search results thatare responsive to the query can be identified. The organic searchresults that are un-sponsored can include individual search results thatare selected based on matching the query terms and phrases in the queryto content that is crawled by a search engine or affiliated systems. Acontent item (e.g., an advertisement) can be identified for presentationalong with the search results. A determination can be made, using one ormore criteria, when the identified content item is to be augmented. Whenit is determined that the content item is to be augmented and after thesearch results are identified, augmentation can occur. For example, thecontent item can be augmented based at least in part on an entry in thesearch results, resulting in the creation of an augmented content item.The augmented content item can be provided, e.g., presented to a userwith search results that are also responsive to the query.

In some implementations, content sponsors can specify whether or notthey want their content items to be augmented as described herein. Forexample, campaign management interfaces provided to content sponsors caninclude opt-in and opt-out interfaces on a campaign level or some otherlevel. In some implementations, campaign management interfaces can beprovided that allow the content sponsor to control the types of contentcomponents used in augmentation and the situations in which augmentationcan occur.

FIG. 1 is a block diagram of an example environment 100 for deliveringcontent. The example environment 100 includes a content managementsystem 110 for selecting and providing content in response to requestsfor content. The example environment 100 includes a network 102, such asa local area network (LAN), a wide area network (WAN), the Internet, ora combination thereof. The network 102 connects websites 104, userdevices 106, content sponsors 108 (e.g., advertisers), publishers 109,and the content management system 110. The example environment 100 mayinclude many thousands of websites 104, user devices 106, contentsponsors 108 and publishers 109.

In some implementations, in response to a request for content (e.g., asearch query 116), the content management system 110 can provide anaugmented content item 134. For example, the augmented content item 134can be generated from a content item that is responsive (e.g., relevant)to a search query 116 and augmented using information from an entry insearch results 118 that are also responsive to the search query 116.

The content management system 110 can include plural engines. A contentidentification engine 121, for example, can evaluate terms and phrasesin a query received by the content management system 110 to identifycontent responsive to the request. The content can include a specificcontent item (e.g., an advertisement) and/or search results that areresponsive to the query. In some implementations, the content items canbe identified using an indexed cache 114, described in more detailbelow.

An augmentation decision engine 122, for example, can determine, basedon one or more criteria, when the content item is to be augmented. Forexample, for a content item to be considered for augmentation, thecontent item can be associated with a campaign in which the campaign'scontent sponsor has designated that content items associated with thecampaign are to be augmented. Such a designation can occur, for example,in a user interface used by the content sponsor to define and maintainthe campaign's parameters and other information.

In some implementations, augmentation of content using search resultscan occur at a client, e.g., on a user device 106 using a browser orsome other application. For example, augmentation using advertisementsand search results can be accomplished using a JavaScript™ scriptdelivered to the client. The JavaScript™ script can inspect the searchresults and a proposed advertisement and augment the proposedadvertisement either with new/replaced components, or alter the userexperience in some way.

A content item augmentation engine 123, for example, can augment thecontent item based at least in part on an entry in the search results.For example, the augmenting can include adding copy from the searchresult, synthesizing site links, substituting copy from a search resultentry, or synthesizing one or more location extensions. As a result, anaugmented content item is created that includes information from anoriginal version of the content item, modified to include additionalcontent from the search result entry. In some implementations,substitution (partial or complete) can occur based on the augmentation.

A request handler 124, for example, can handle requests for contentreceived by the content management system 110, and in response to eachrequest, provide one or more content items to the requestor. Forexample, the request for content can be a request to fill a content itemslot on a web page displayed in a browser on the user device 106. Inresponse to the request for content, the request handler 124 can providea content item, e.g., a camera advertisement having characteristics thatmatch the characteristics of an advertisement slot on the user device106. The request handler 124 can also provide search results 118 inresponse to received search queries 116.

The environment 100 can include plural data stores, which can be storedlocally by the content management system 110, stored somewhere else andaccessible using the network 102, generated as needed from various datasources, or some combination thereof. A data store of eligible contentitems 131, for example, can include content items (e.g., advertisements)that can be selected by the content management system 110 in response toa content item request. A data store of campaigns 132, for example, caninclude information about campaigns (e.g., advertisement campaigns)associated with content sponsors 108. Each campaign, for example, canidentify the conditions in which content items associated with thecampaign are to be selected and presented to a user.

In some implementations, content sponsors 108 can be provided with aninterface for defining selection criteria associated with the selectionof their content items for presentation to users. For example, contentsponsors 108 can specify that their content items can be augmented usinginformation from search results that are coincidentally selected andpresented with their content item. In some implementations, contentsponsors can specify how information in organic components (e.g., searchresults) is converted into advertisement components, such as with theuse of tracking uniform resource locator (URL) templates.

A website 104 includes one or more resources 105 associated with adomain name and hosted by one or more servers. An example website is acollection of webpages formatted in hypertext markup language (HTML)that can contain text, images, multimedia content, and programmingelements, such as scripts. Each website 104 can be maintained by acontent publisher, which is an entity that controls, manages and/or ownsthe website 104.

A resource 105 can be any data that can be provided over the network102. A resource 105 can be identified by a resource address that isassociated with the resource 105. Resources include HTML pages, wordprocessing documents, portable document format (PDF) documents, images,video, and news feed sources, to name only a few. The resources caninclude content, such as words, phrases, images, video and sounds, thatmay include embedded information (such as meta-information hyperlinks)and/or embedded instructions (such as JavaScript™ scripts).

A user device 106 is an electronic device that is under control of auser and is capable of requesting and receiving resources over thenetwork 102. Example user devices 106 include personal computers (PCs),televisions with one or more processors embedded therein or coupledthereto, set-top boxes, mobile communication devices (e.g.,smartphones), tablet computers and other devices that can send andreceive data over the network 102. A user device 106 typically includesone or more user applications, such as a web browser, to facilitate thesending and receiving of data over the network 102.

A user device 106 can request resources 105 from a website 104. In turn,data representing the resource 105 can be provided to the user device106 for presentation by the user device 106. The data representing theresource 105 can also include data specifying a portion of the resourceor a portion of a user display, such as a presentation location of apop-up window or a slot of a third-party content site or webpage, inwhich content can be presented. These specified portions of the resourceor user display are referred to as slots (e.g., ad slots).

To facilitate searching of these resources, the environment 100 caninclude a search system 112 that identifies the resources by crawlingand indexing the resources provided by the content publishers on thewebsites 104. Data about the resources can be indexed based on theresource to which the data corresponds. The indexed and, optionally,cached copies of the resources can be stored in an indexed cache 114.

User devices 106 can submit search queries 116 to the search system 112over the network 102. In response, the search system 112 can, forexample, access the indexed cache 114 to identify resources that arerelevant to the search query 116. The search system 112 identifies theresources in the form of search results 118 and returns the searchresults 118 to the user devices 106 in search results pages. A searchresult 118 can be data generated by the search system 112 thatidentifies a resource that is provided in response to a particularsearch query, and includes a link to the resource. In someimplementations, the search results 118 include the content itself, suchas a map, or an answer, such as in response to a query for a store'sproducts, phone number, address or hours of operation. In someimplementations, the content management system 110 can generate searchresults 118 using information (e.g., identified resources) received fromthe search system 112. An example search result 118 can include awebpage title, a snippet of text or a portion of an image extracted fromthe webpage, and the URL of the webpage. Search results pages can alsoinclude one or more slots in which other content items (e.g., ads) canbe presented. In some implementations, slots on search results pages orother webpages can include content slots for content items that havebeen provided as part of a reservation process. In a reservationprocess, a publisher and a content item sponsor enter into an agreementwhere the publisher agrees to publish a given content item (or campaign)in accordance with a schedule (e.g., provide 1000 impressions by date X)or other publication criteria. In some implementations, content itemsthat are selected to fill the requests for content slots can be selectedbased, at least in part, on priorities associated with a reservationprocess (e.g., based on urgency to fulfill a reservation).

When a resource 105, search results 118 and/or other content arerequested by a user device 106, the content management system 110receives a request for content. The request for content can includecharacteristics of the slots that are defined for the requested resourceor search results page, and can be provided to the content managementsystem 110.

For example, a reference (e.g., URL) to the resource for which the slotis defined, a size of the slot, and/or media types that are availablefor presentation in the slot can be provided to the content managementsystem 110 in association with a given request. Similarly, keywordsassociated with a requested resource (“resource keywords”) or a searchquery 116 for which search results are requested can also be provided tothe content management system 110 to facilitate identification ofcontent that is relevant to the resource or search query 116.

Based at least in part on data included in the request, the contentmanagement system 110 can select content that is eligible to be providedin response to the request (“eligible content items”). For example,eligible content items can include eligible ads having characteristicsmatching the characteristics of ad slots and that are identified asrelevant to specified resource keywords or search queries 116. In someimplementations, the selection of the eligible content items can furtherdepend on user signals, such as demographic signals and behavioralsignals.

The content management system 110 can select from the eligible contentitems that are to be provided for presentation in slots of a resource orsearch results page based at least in part on results of an auction (orby some other selection process). For example, for the eligible contentitems, the content management system 110 can receive offers from contentsponsors 108 and allocate the slots, based at least in part on thereceived offers (e.g., based on the highest bidders at the conclusion ofthe auction or based on other criteria, such as those related tosatisfying open reservations). The offers represent the amounts that thecontent sponsors are willing to pay for presentation (or selection orother interaction with) of their content with a resource or searchresults page. For example, an offer can specify an amount that a contentsponsor is willing to pay for each 1000 impressions (i.e.,presentations) of the content item, referred to as a CPM bid.Alternatively, the offer can specify an amount that the content sponsoris willing to pay (e.g., a cost per engagement) for a selection (i.e., aclick-through) of the content item or a conversion following selectionof the content item. For example, the selected content item can bedetermined based on the offers alone, or based on the offers of eachcontent sponsor being multiplied by one or more factors, such as qualityscores derived from content performance, landing page scores, and/orother factors.

A conversion can be said to occur when a user performs a particulartransaction or action related to a content item provided with a resourceor search results page. What constitutes a conversion may vary fromcase-to-case and can be determined in a variety of ways. For example, aconversion may occur when a user clicks on a content item (e.g., an ad),is referred to a webpage, and consummates a purchase there beforeleaving that webpage. A conversion can also be defined by a contentprovider to be any measurable or observable user action, such asdownloading a white paper, navigating to at least a given depth of awebsite, viewing at least a certain number of webpages, spending atleast a predetermined amount of time on a website or webpage,registering on a website, experiencing media, or performing a socialaction regarding a content item (e.g., an ad), such as republishing orsharing the content item. Other actions that constitute a conversion canalso be used.

In some implementations, conversions may be more likely to occur when auser is presented with a content item that has been augmented usingother relevant information, such as information from search results. Forexample, the user may be more likely to interact with an advertisementif the advertisement has been altered to include content from a searchresult entry.

For situations in which the systems discussed here collect and/or usepersonal information about users, the users may be provided with anopportunity to enable/disable or control programs or features that maycollect and/or use personal information (e.g., information about auser's social network, social actions or activities, a user'spreferences or a user's current location). In addition, certain data maybe treated in one or more ways before it is stored or used, so thatpersonally identifiable information associated with the user is removed.For example, a user's identity may be anonymized so that no personallyidentifiable information can be determined for the user, or a user'sgeographic location may be generalized where location information isobtained (such as to a city, ZIP code, or state level), so that aparticular location of a user cannot be determined.

FIG. 2A shows an example system 200 for augmenting a content item usinginformation from a search result entry. For example, the contentmanagement system 110 can provide an augmented content item 202 to bepresented as an augmented content item entry 204 a along with searchresults 204. The augmented content item 202, for example, can includeinformation obtained from one or more search result entries 204 b, suchas a first search result entry 204 c. A more detailed example followsusing an example sequence of stages 1-6.

At stage 1, the content management system 110, for example, canreceive/identify a query 206, e.g., from the user device 106. In someimplementations, the query 206 can be received by the request handler124. The query 206 can include one or more terms or phrases and can beentered, for example, by a user 208 in a query control 210 on a web page212.

At stage 2, the content identification engine 121, for example, canidentify search results 214 that are responsive (e.g., relevant to) theterms and phrases in the query 206. The identified search results 214can be obtained, for example, from the eligible content items 131, suchas described above with reference to FIG. 1. In some implementations,identification of the search results 214 can also be based on otherinformation or signals, e.g., the location and/or interests of the user208.

At stage 3, the content identification engine 121, for example, can alsoidentify an identified content item 216, such as an advertisement orother sponsored content that is to be presented with the search results214. The identification can also be based on the query 206 and otherinformation and/or signals (e.g., the user's current location) that arereceived from the user device 106 or otherwise derived. In someimplementations, the content identification engine 121 can identify morethan one identified content item 216, and the remaining stages 4-6 canapply to the additional content items as well.

At stage 4, the augmentation decision engine 122, for example, candetermine (218), based on one or more criteria, when the content item isto be augmented (308). The determination 218 can be made, for example,based on information from campaigns 132.

At stage 5, when it is determined that the content item is to beaugmented and after identifying the search results, the content itemaugmentation engine 123, for example, can augment the identified contentitem 216 using information from one or more identified entries in thesearch results 214. For example, if the identified content item 216 isan advertisement for a camera, then the content item augmentation engine123 can use information from camera-related search results 214 that areassociated with a same entity to create the augmented content item 202.Augmentation is described in greater detail below.

The augmented content item is provided (312). For example, the requesthandler 124 can provide the augmented content item 202 to the userdevice 106 in response to the received query 206. The received augmentedcontent item 202 can be displayed, for example, as the augmented contentitem 204 a, e.g., above search result entries 204 b

FIG. 2B shows an example augmented content item 204 d that includes alocation extension. For example, in response to the search query (e.g.,“diamonds”) entered in the query control 210, the content managementsystem 110 has provided an augmented content item 204 d (e.g., adiamond-related advertisement) as part of the search result entries 204b (e.g., organic diamond-related search results). The augmented contentitem 204 d in this example includes original, pre-augmentation content220 (e.g., corresponding to content in a corresponding identifiedcontent item 216) and augmentation content 222. The content itemaugmentation engine 123 can use location information 224, for example,from a search result entry 204 e to create the augmentation content 222.In some implementations, other augmentations in addition or in lieu ofthe augmentation content 222 can be used, e.g., using information fromthe same search result entry 204 e and/or from other search resultentries 204 b. Also, while the augmented content item 204 d appears, forexample, as a sponsored content item at the top of search results,augmented content items can occur in other places, such as in skyscraperadvertisements, banner advertisements, social network pages, and/orother places in which content items, including advertisements, canoccur.

FIG. 2C shows an example augmented content item 204 f that includes copy(e.g., snippet text) from search results. For example, in response toreceipt of the search query (e.g., “TV Series XYZ”) entered in the querycontrol 210, the content management system 110 has provided theaugmented content item 204 f (e.g., an advertisement for selling SeriesXYZ products) with the search result entries 204 b (e.g., organic searchresults related to the TV Series XYZ). The augmented content item 204 fin this example includes original, pre-augmentation content 220 (e.g.,corresponding to content in a corresponding identified content item 216)and augmentation content 228. The content item augmentation engine 123can use copy 226, for example, from search result entries 204 g and 204h to create the augmentation content 228. In this example, the visibleURLs in the search result entries 204 g and 204 h do not exactly matchthe visible URL in the pre-augmentation content 220. However, thecontent item augmentation engine 123 can determine that the content isrelated based on a common domain, a common company, or other commonalityshared between the search result entries 204 g and 204 h and thepre-augmentation content 220.

FIG. 2D shows an example augmented content item 204 i that includescomponents from search results. For example, in response to the searchquery (e.g., “sporting goods”) entered in the query control 210, thecontent management system 110 has provided the augmented content item204 i (e.g., an advertisement for ExampleSportsPlace) with the searchresult entries 204 b (e.g., organic search results related to sportinggoods). The augmented content item 204 i in this example includesoriginal, pre-augmentation content 220 (e.g., corresponding to contentin a corresponding identified content item 216) and augmentation content230. The content item augmentation engine 123 can use components 232,for example, from search result entry 204 j to create the augmentationcontent 230. Some components 234 in search result entry 204 j may bebypassed for use in augmentation, such as if they are determined by thecontent item augmentation engine 123 to be less popular components(e.g., based on fewer user interactions) or for other reasons (e.g.,available space in a content item slot). In the example shown, line 236in the augmented content item 204 i includes pre-augmentation copy(e.g., “good deals on shipping,” not shown) that has been replaced byreplacement copy for line 236 (e.g., “FREE shipping on orders over$100.”).

In some implementations, augmentation can occur when the form of thecontent item and the search results are different. For example,augmentation for site links can occur from search results, where thecontent is in one format, to an advertisement in a different format. Insome implementations, augmentation for site links can be based oninformation from more than one search result.

FIG. 3 is a flowchart of an example process 300 for augmenting a contentitem using information from a search result entry. In someimplementations, the content management system 110 can perform stages ofthe process 300 using instructions that are executed by one or moreprocessors. FIGS. 1-2D are used to provide example structures forperforming the stages of the process 300.

A query is received, e.g., that includes one or more terms or phrases(302). For example, the request handler 124 can receive the query 206from the user device 106. The query 206, for example, can be entered bythe user 208 in a query control 210 on the web page 212.

Search results are identified that are responsive (e.g., relevant) tothe query (304). For example, the content identification engine 121 canidentify search results 214 that are responsive (e.g., relevant to) theterms and phrases in the query 206. The identified search results 214can be obtained, for example, from the eligible content items 131, suchas described above with reference to FIG. 1.

A content item is identified for presentation along with the searchresults (306). As an example, the content identification engine 121 canidentify an identified content item 216, such as an advertisement orother sponsored content that is to be presented with the search results214.

A determination is made, based on one or more criteria, when the contentitem is to be augmented (308). The augmentation decision engine 122, forexample, can make a determination as to whether the identified contentitem 216 is a content item that is a candidate for augmentation, e.g.,based on information from campaigns 132 and characteristics of thecontent item. As an example, one criteria can be an association of theidentified content item 216 and one of the search result entries 204 bbased on a common URL, brand, or entity for each.

In some implementations, determining when the content item is to beaugmented can include determining when the content item and the searchresult entry are commonly sponsored (e.g., are associated with a samebrand) and are concurrently (or not) visible on a same user interface.For example, one of the search result entries 204 b, already visible onthe user device 106, may be a potential source of augmentation content.In this example, the augmentation decision engine 122 can decide againstaugmentation, because the user can already see the content in question.In some implementations, determining concurrent visibility can be basedon a fold line associated with a user interface used to present thesearch results and the content item. As an example, the decision ofwhether to augment can be made by the augmentation decision engine 122based on the location of the fold, e.g., a position within the searchresults for which entries are displayed on the user device 106 withoutscrolling. In some implementations, determining concurrent visibilitycan be based on a location of the search result entry, and whereinaugmenting occurs only when the search result entry is not on a firstpage of the search results. For example, the augmentation decisionengine 122 can decide in favor of augmentation when the search resultentry that is the source of augmentation content is on a second or laterpage of the search results. Similarly, when a second page of searchresults is shown, eligible search results that can be the source ofaugmentation content can be included on a first or other (not second)search results pages. In some implementations, determining concurrentvisibility can be based on a user scroll activity. As an example, theaugmentation decision engine 122 can base a decision of whether or notto augment on whether the user 208 typically and/or historically scrollsto a second and subsequent pages of search result entries 204 b. In thisexample, the augmentation decision engine 122 can decide againstaugmentation if it is determined that the user 208 is likely to see thecontent in question at some nearby point in time. In another example, ifa j-th page of the search results is displayed, then the augmentationdecision can be made based on whether eligible content is present onother (not the j-th) page of the search results.

When it is determined that the content item is to be augmented and afteridentifying the search results, the content item is augmented based atleast in part on an entry in the search results, creating an augmentedcontent item (310). For example, the content item augmentation engine123 can augment the identified content item 216 using information fromthe one of the entries in the search results 214.

In some implementations, augmenting the content item can include addingcopy from a search result entry into the content item to create theaugmented content item. For example, the content item augmentationengine 123 can extract text and/or part of the snippet in one of thesearch result entries 204 b, such as the first entry. The text caninclude, for example, words or phrases or links that the content itemaugmentation engine 123 determines should be included (e.g., areotherwise missing from the identified content item 216) and which may beof interest to the user.

In some implementations, augmenting the content item can further includeadding components to the content item from the search result entry. Asan example, the content item augmentation engine 123 can add or changeone or more of creative text, extension or content item format, e.g.,found in a first entry 204 c of the search result entries 204 b, to theaugmented content item 202. Extensions, for example, can includelocation extensions (e.g., detailed information about a specificphysical location), such as address information, map information, and/orother location-related information. Other information can be used foraugmentation, such as site links. Site links can include site links fora particular instantiation of an entity or a presence of the entity. Avariety of information can be used for augmentation, for example, whenthe identified content item 216 and the first entry 204 c have the samedomain and are associated with the same entity (e.g., company), mapinformation associated with a specific instance of the entity can beincluded. The map information can include, for example, one or more of amap, a map thumbnail, a link to a map, a map marker, or other mapinformation.

In some implementations, augmenting can include synthesizing site linksfor the content item. A determination can be made that a specific searchresult entry and an identified content item are associated, based atleast in part, on uniform resource locators (URLs) for the two. Giventhe determination, site links with URLs and titles inferred from thesearch result entry can be created. As an example, the content itemaugmentation engine 123 can determine whether the URLs for thepre-augmentation content 220 and the search result entry 204 e are thesame, or the entries correspond to the same company. If the entries areassociated, then the content item augmentation engine 123 can produce orsynthesize other content (site links or other content) for inclusion inthe augmented selected content item (e.g., advertisement).

In some implementations, augmenting the content item can includesubstituting copy from a search result entry for content included in acreative associated with the content item. For example, referring toFIG. 2D, replacement copy 236 (e.g., “FREE shipping on orders over$100.”) obtained from one of the search result entries 204 issubstituted for “good deals on shipping” (not shown) that was part ofthe pre-augmentation content 220.

In some implementations, the copy can be selected by a search system aspart of the identification of the search results, and substituting caninclude substituting the copy for one or more of the headline, text,destination link, or other portion of the content item. As an example,the content management system 110 can select the copy to be used insubstitution when identifying the search results 214. Further, the copythat is substituted can include the headline (e.g., “Diamonds atExampleStore”), text (e.g., “Free shipping on orders over $200”), or adestination link (e.g., www.examplestore.com).

In some implementations, content sponsors can define how links or URLsare copied from search results to content items. For example, somecontent sponsors may provide tracking template URLs, and when thedestination link is used in a content item (e.g., an advertisement), thedestination link can be transformed according to the tracking template.For example, if the search result has a URL such ashttp://www.example.com/page, and the content sponsor has specified atracking template of

http://www.someanalyticscompany.com/click?track={url}&type=ad, then theURL used in the content item can be, e.g.,

http://www.someanalyticscompany.com/click?track=http://www.example.com/page1&type=ad.

In some implementations, augmenting can include synthesizing one or morelocation extensions to be included with the content item, includingmatching same-domain or same-entity organic search result entriesassociated with an entity with the content item and copying locationinformation for a presence associate with the entity and including thelocation information in the augmented content item. For example, thecontent item augmentation engine 123 can compare and analyze informationin the pre-augmented content item and search result entries 204 b inorder to determine a correlation between the search result entry and theselected content item. As a result, the content item augmentation engine123 can create, for example, the augmentation content 222 usinginformation from the search result entry 204 e for use in the augmentedcontent item 204 d.

In some implementations, other features can be synthesized as well. Forexample, “click to call” controls can be synthesized from phone numbersin search results, “click to download” controls can be synthesized fromsearch results linking to application stores, and “enhanced site link”controls can be synthesized from entire organic results.

In some implementations, augmenting can include replacing one or morecontent item components with similar components from the search resultentry only when first criteria are satisfied. For example, selection ofaugmentation content by the content item augmentation engine 123 candepend on quality or performance criteria of the content, e.g., how wellthe original content item (or the substitute content) performs regardinguser interactions (e.g., click-throughs). In some implementations,augmenting can include inserting components from the search result entryinto one or more content item components, e.g., when the first criteriaare satisfied or in other situations.

In some implementations, augmenting can include altering the contentitem to be consistent with other content displayed as part of the searchresults. For example, the content item augmentation engine 123 canchange the display characteristics (e.g., font, color, style, etc.) ofthe augmented content item (e.g., 204 d) match the displaycharacteristics of the remaining search result entries 204 b.

In some implementations, augmenting can include altering the contentitem so as to vary the content item relative to other content displayedas part of the search results. As an example, the content itemaugmentation engine 123 can change the display characteristics of theaugmented content item 204 d, such as altering a content item to beconsistent with other content items, or varying the content item'sformat so that the content item is different from (e.g., inconsistentwith) other content items, e.g., to make the content item stand outvisually to the user. For example, the content item augmentation engine123 can decide to replace similar components in a content sponsor'scontent item specified by an advertiser, e.g., when signals such as userinteractions indicate that the replaced components will perform betterthan the content sponsor-specified ones.

The augmented content item is provided (312). For example, the requesthandler 124 can provide the augmented content item 202 to the userdevice 106 in response to the received query 206.

In some implementations, providing the augmented content item caninclude providing the augmented content item along with search results.For example, as described above with reference to FIGS. 2B, 2C and 2D,respectively, augmented content items 204 d, 204 f and 204 i can each bepresented with the search result entries 204 b.

In some implementations, providing the augmented content item caninclude logging the augmented content item, e.g., in whole or in part.For example, instead of (or in addition to) presenting the augmentedcontent item 204 d, 204 f and 204 i, part or all of the augmentedcontent item can be stored, e.g., for later use. In someimplementations, the method 300 can further include providingsuggestions to content sponsors based on logged augmented content items.For example, the logged/stored augmented content items can subsequentlybe presented to content sponsors 108, e.g., in user interfaces forsuggesting modified versions of creatives that the content sponsors 108can select from to update their campaigns. Providing suggestions tocontent sponsors can include, for example, displaying the augmentedcontent items, and optionally including metrics associated with theperformance of the augmented content items.

In some implementations, when augmented content items are presented tothe user, e.g., with search results, the source and/or rationale forproviding the information can be provided to the user.

FIG. 4 is a block diagram of example computing devices 400, 450 that maybe used to implement the systems and methods described in this document,as either a client or as a server or plurality of servers. Computingdevice 400 is intended to represent various forms of digital computers,such as laptops, desktops, workstations, personal digital assistants,servers, blade servers, mainframes, and other appropriate computers.Computing device 400 is further intended to represent any othertypically non-mobile devices, such as televisions or other electronicdevices with one or more processers embedded therein or attachedthereto. Computing device 450 is intended to represent various forms ofmobile devices, such as personal digital assistants, cellulartelephones, smartphones, and other computing devices. The componentsshown here, their connections and relationships, and their functions,are meant to be examples only, and are not meant to limitimplementations of the inventions described and/or claimed in thisdocument.

Computing device 400 includes a processor 402, memory 404, a storagedevice 406, a high-speed controller 408 connecting to memory 404 andhigh-speed expansion ports 410, and a low-speed controller 412connecting to low-speed bus 414 and storage device 406. Each of thecomponents 402, 404, 406, 408, 410, and 412, are interconnected usingvarious busses, and may be mounted on a common motherboard or in othermanners as appropriate. The processor 402 can process instructions forexecution within the computing device 400, including instructions storedin the memory 404 or on the storage device 406 to display graphicalinformation for a GUI on an external input/output device, such asdisplay 416 coupled to high-speed controller 408. In otherimplementations, multiple processors and/or multiple buses may be used,as appropriate, along with multiple memories and types of memory. Also,multiple computing devices 400 may be connected, with each deviceproviding portions of the necessary operations (e.g., as a server bank,a group of blade servers, or a multi-processor system).

The memory 404 stores information within the computing device 400. Inone implementation, the memory 404 is a computer-readable medium. In oneimplementation, the memory 404 is a volatile memory unit or units. Inanother implementation, the memory 404 is a non-volatile memory unit orunits.

The storage device 406 is capable of providing mass storage for thecomputing device 400. In one implementation, the storage device 406 is acomputer-readable medium. In various different implementations, thestorage device 406 may be a floppy disk device, a hard disk device, anoptical disk device, or a tape device, a flash memory or other similarsolid state memory device, or an array of devices, including devices ina storage area network or other configurations. In one implementation, acomputer program product is tangibly embodied in an information carrier.The computer program product contains instructions that, when executed,perform one or more methods, such as those described above. Theinformation carrier is a computer- or machine-readable medium, such asthe memory 404, the storage device 406, or memory on processor 402.

The high-speed controller 408 manages bandwidth-intensive operations forthe computing device 400, while the low-speed controller 412 manageslower bandwidth-intensive operations. Such allocation of duties is anexample only. In one implementation, the high-speed controller 408 iscoupled to memory 404, display 416 (e.g., through a graphics processoror accelerator), and to high-speed expansion ports 410, which may acceptvarious expansion cards (not shown). In the implementation, low-speedcontroller 412 is coupled to storage device 406 and low-speed bus 414.The low-speed bus 414 (e.g., a low-speed expansion port), which mayinclude various communication ports (e.g., USB, Bluetooth®, Ethernet,wireless Ethernet), may be coupled to one or more input/output devices,such as a keyboard, a pointing device, a scanner, or a networking devicesuch as a switch or router, e.g., through a network adapter.

The computing device 400 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as astandard server 420, or multiple times in a group of such servers. Itmay also be implemented as part of a rack server system 424. Inaddition, it may be implemented in a personal computer such as a laptopcomputer 422. Alternatively, components from computing device 400 may becombined with other components in a mobile device (not shown), such ascomputing device 450. Each of such devices may contain one or more ofcomputing devices 400, 450, and an entire system may be made up ofmultiple computing devices 400, 450 communicating with each other.

Computing device 450 includes a processor 452, memory 464, aninput/output device such as a display 454, a communication interface466, and a transceiver 468, among other components. The computing device450 may also be provided with a storage device, such as a micro-drive orother device, to provide additional storage. Each of the components 450,452, 464, 454, 466, and 468, are interconnected using various buses, andseveral of the components may be mounted on a common motherboard or inother manners as appropriate.

The processor 452 can process instructions for execution within thecomputing device 450, including instructions stored in the memory 464.The processor may also include separate analog and digital processors.The processor may provide, for example, for coordination of the othercomponents of the computing device 450, such as control of userinterfaces, applications run by computing device 450, and wirelesscommunication by computing device 450.

Processor 452 may communicate with a user through control interface 458and display interface 456 coupled to a display 454. The display 454 maybe, for example, a TFT LCD display or an OLED display, or otherappropriate display technology. The display interface 456 may compriseappropriate circuitry for driving the display 454 to present graphicaland other information to a user. The control interface 458 may receivecommands from a user and convert them for submission to the processor452. In addition, an external interface 462 may be provided incommunication with processor 452, so as to enable near areacommunication of computing device 450 with other devices. Externalinterface 462 may provide, for example, for wired communication (e.g.,via a docking procedure) or for wireless communication (e.g., viaBluetooth® or other such technologies).

The memory 464 stores information within the computing device 450. Inone implementation, the memory 464 is a computer-readable medium. In oneimplementation, the memory 464 is a volatile memory unit or units. Inanother implementation, the memory 464 is a non-volatile memory unit orunits. Expansion memory 474 may also be provided and connected tocomputing device 450 through expansion interface 472, which may include,for example, a subscriber identification module (SIM) card interface.Such expansion memory 474 may provide extra storage space for computingdevice 450, or may also store applications or other information forcomputing device 450. Specifically, expansion memory 474 may includeinstructions to carry out or supplement the processes described above,and may include secure information also. Thus, for example, expansionmemory 474 may be provide as a security module for computing device 450,and may be programmed with instructions that permit secure use ofcomputing device 450. In addition, secure applications may be providedvia the SIM cards, along with additional information, such as placingidentifying information on the SIM card in a non-hackable manner.

The memory may include for example, flash memory and/or MRAM memory, asdiscussed below. In one implementation, a computer program product istangibly embodied in an information carrier. The computer programproduct contains instructions that, when executed, perform one or moremethods, such as those described above. The information carrier is acomputer- or machine-readable medium, such as the memory 464, expansionmemory 474, or memory on processor 452.

Computing device 450 may communicate wirelessly through communicationinterface 466, which may include digital signal processing circuitrywhere necessary. Communication interface 466 may provide forcommunications under various modes or protocols, such as GSM voicecalls, SMS, EMS, or MMS messaging, CDMA, TDMA, PDC, WCDMA, CDMA2000, orGPRS, among others. Such communication may occur, for example, throughtransceiver 468 (e.g., a radio-frequency transceiver). In addition,short-range communication may occur, such as using a Bluetooth®, WiFi,or other such transceiver (not shown). In addition, GPS receiver module470 may provide additional wireless data to computing device 450, whichmay be used as appropriate by applications running on computing device450.

Computing device 450 may also communicate audibly using audio codec 460,which may receive spoken information from a user and convert it tousable digital information. Audio codec 460 may likewise generateaudible sound for a user, such as through a speaker, e.g., in a handsetof computing device 450. Such sound may include sound from voicetelephone calls, may include recorded sound (e.g., voice messages, musicfiles, etc.) and may also include sound generated by applicationsoperating on computing device 450.

The computing device 450 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as acellular telephone 480. It may also be implemented as part of asmartphone 482, personal digital assistant, or other mobile device.

Various implementations of the systems and techniques described here canbe realized in digital electronic circuitry, integrated circuitry,specially designed ASICs (application specific integrated circuits),computer hardware, firmware, software, and/or combinations thereof.These various implementations can include implementation in one or morecomputer programs that are executable and/or interpretable on aprogrammable system including at least one programmable processor, whichmay be special or general purpose, coupled to receive data andinstructions from, and to transmit data and instructions to, a storagesystem, at least one input device, and at least one output device.

These computer programs (also known as programs, software, softwareapplications or code) include machine instructions for a programmableprocessor, and can be implemented in a high-level procedural and/orobject-oriented programming language, and/or in assembly/machinelanguage. Other programming paradigms can be used, e.g., functionalprogramming, logical programming, or other programming. As used herein,the terms “machine-readable medium” “computer-readable medium” refers toany computer program product, apparatus and/or device (e.g., magneticdiscs, optical disks, memory, Programmable Logic Devices (PLDs)) used toprovide machine instructions and/or data to a programmable processor,including a machine-readable medium that receives machine instructionsas a machine-readable signal. The term “machine-readable signal” refersto any signal used to provide machine instructions and/or data to aprogrammable processor.

To provide for interaction with a user, the systems and techniquesdescribed here can be implemented on a computer having a display device(e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor)for displaying information to the user and a keyboard and a pointingdevice (e.g., a mouse or a trackball) by which the user can provideinput to the computer. Other kinds of devices can be used to provide forinteraction with a user as well; for example, feedback provided to theuser can be any form of sensory feedback (e.g., visual feedback,auditory feedback, or tactile feedback); and input from the user can bereceived in any form, including acoustic, speech, or tactile input.

The systems and techniques described here can be implemented in acomputing system that includes a back end component (e.g., as a dataserver), or that includes a middleware component (e.g., an applicationserver), or that includes a front end component (e.g., a client computerhaving a graphical user interface or a Web browser through which a usercan interact with an implementation of the systems and techniquesdescribed here), or any combination of such back end, middleware, orfront end components. The components of the system can be interconnectedby any form or medium of digital data communication (e.g., acommunication network). Examples of communication networks include alocal area network (“LAN”), a wide area network (“WAN”), and theInternet.

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular implementations of particularinventions. Certain features that are described in this specification inthe context of separate implementations can also be implemented incombination in a single implementation. Conversely, various featuresthat are described in the context of a single implementation can also beimplemented in multiple implementations separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

What is claimed is:
 1. A content management system comprising: one ormore processors; and one or more memory elements including instructionsthat, when executed, cause the one or more processors to performoperations comprising: receiving, from a user device and by one or moreprocessors, a search query; identifying search results that areresponsive to the search query for inclusion in a same search resultspage; selecting, by one or more processors, a content item forpresentation along with the search results, the content item containingfirst content; after identifying the search results, but prior totransmitting the content item to the user device: determining, by theone or more processors, that one of the identified search results isrelated to a product or service identified in the content item, whereincontent of the content item includes different content than content ofthe one of the identified search results; and combining second contentfrom the one of the identified search results with the first content tocreate a combined search result that includes a visualization of thefirst content and the second content from the one of the identifiedsearch results, wherein the first content of the content item is lessthan all of the content from the content item, wherein the secondcontent from the one of the identified search results is less than allof the content from the one of the identified search results, andwherein the combined search result is formatted in accordance withspecification of a sponsor of the content item; and transmitting, by theone or more processors, the combined search result to the user devicewith instructions that cause the user device to present the combinedsearch result with at least a portion of the identified search resultsin the same search results page.
 2. The content management system ofclaim 1 wherein combining second content from the one of the identifiedsearch results with the first content to create the combined searchresult includes adding copy from a search result entry into the contentitem to create the combined search result.
 3. The content managementsystem of claim 2 wherein combining second content from the one of theidentified search results with the first content to create the combinedsearch result further includes adding components to the combined searchresult from the search result entry.
 4. The content management system ofclaim 3 wherein the components are selected to be one of creative text,extension or content item format components.
 5. The content managementsystem of claim 4 wherein the extensions are location extensions.
 6. Thecontent management system of claim 1 wherein combining second contentfrom the one of the identified search results with the first content tocreate the combined search result includes synthesizing site links forthe combined search result including determining that a search resultentry and the content item are associated based at least in part onuniform resource locators (URLs) for the two and creating site linkswith one or more of the URLs and titles inferred from the search resultentry.
 7. The content management system of claim 1 wherein combiningsecond content from the one of the identified search results with thefirst content to create the combined search result includes substitutingcopy from a search result entry for content included in a creativeassociated with the content item.
 8. A computer-implemented methodcomprising: receiving, from a user device and by one or more processors,a search query; identifying search results that are responsive to thesearch query for inclusion in a same search results page; selecting, byone or more processors, a content item for presentation along with thesearch results, the content item containing first content; afteridentifying the search results, but prior to transmitting the contentitem to the user device: determining, by the one or more processors,that one of the identified search results is related to a product orservice identified in the content item, wherein content of the contentitem includes different content than content of the one of theidentified search results; and combining second content from the one ofthe identified search results with the first content to create acombined search result that includes a visualization of the firstcontent and the second content from the one of the identified searchresults, wherein the first content of the content item is less than allof the content from the content item, wherein the second content fromthe one of the identified search results is less than all of the contentfrom the one of the identified search results, and wherein the combinedsearch result is formatted in accordance with specification of a sponsorof the content item; and transmitting, by the one or more processors,the combined search result to the user device with instructions thatcause the user device to present the combined search result with atleast a portion of the identified search results in the same searchresults page.
 9. The computer-implemented method of claim 8 whereincombining second content from the one of the identified search resultswith the first content to create the combined search result includesadding copy from a search result entry into the content item to createthe combined search result.
 10. The computer-implemented method of claim9 wherein combining second content from the one of the identified searchresults with the first content to create the combined search resultfurther includes adding components to the combined search result fromthe search result entry.
 11. The computer-implemented method of claim 10wherein the components are selected to be one of creative text,extension or content item format components.
 12. Thecomputer-implemented method of claim 11 wherein the extensions arelocation extensions.
 13. The computer-implemented method of claim 8wherein combining second content from the one of the identified searchresults with the first content to create the combined search resultincludes synthesizing site links for the combined search resultincluding determining that a search result entry and the content itemare associated based at least in part on uniform resource locators(URLs) for the two and creating site links with one or more of the URLsand titles inferred from the search result entry.
 14. Thecomputer-implemented method of claim 8 wherein combining second contentfrom the one of the identified search results with the first content tocreate the combined search result includes substituting copy from asearch result entry for content included in a creative associated withthe content item.
 15. A computer program product embodied in anon-transitive computer-readable medium including instructions, thatwhen executed, cause one or more processors to perform operationscomprising: receiving, from a user device and by one or more processors,a search query; identifying search results that are responsive to thesearch query for inclusion in a same search results page; selecting, byone or more processors, a content item for presentation along with thesearch results, the content item containing first content; afteridentifying the search results, but prior to transmitting the contentitem to the user device: determining, by the one or more processors,that one of the identified search results is related to a product orservice identified in the content item, wherein content of the contentitem includes different content than content of the one of theidentified search results; and combining second content from the one ofthe identified search results with the first content to create acombined search result that includes a visualization of the firstcontent and the second content from the one of the identified searchresults, wherein the first content of the content item is less than allof the content from the content item, wherein the second content fromthe one of the identified search results is less than all of the contentfrom the one of the identified search results, and wherein the combinedsearch result is formatted in accordance with specification of a sponsorof the content item; and transmitting, by the one or more processors,the combined search result to the user device with instructions thatcause the user device to present the combined search result with atleast a portion of the identified search results in the same searchresults page.
 16. The computer program product of claim 15 whereincombining second content from the one of the identified search resultswith the first content to create the combined search result includesadding copy from a search result entry into the content item to createthe combined search result.
 17. The computer program product of claim 16wherein combining second content from the one of the identified searchresults with the first content to create the combined search resultfurther includes adding components to the combined search result fromthe search result entry.
 18. The computer program product of claim 17wherein the components are selected to be one of creative text,extension or content item format components.
 19. The computer programproduct of claim 18 wherein the extensions are location extensions. 20.The computer program product of claim 15 wherein combining secondcontent from the one of the identified search results with the firstcontent to create the combined search result includes synthesizing sitelinks for the combined search result including determining that a searchresult entry and the content item are associated based at least in parton uniform resource locators (URLs) for the two and creating site linkswith one or more of the URLs and titles inferred from the search resultentry.